The role of magazines in reaching the new influential consumer

1. Trendsformers
The role of magazines in reaching
the new influential consumer
Sanoma Uitgevers, the Netherlands
March 20, 2010
Research summary
1

2. Introduction
Revival of opinion leadership
In the past years, due to the growth of available information and rising
popularity of word of mouth communication the concept of opinion
leadership has revived . Research has shown that word of mouth may
have higher credibility, empathy and relevance to customers than
branded sources.
The main objective of the Trendsformers study is to find out whether
the concept of opinion leadership is still relevant for today’s
marketeer. And if so, what is the role of magazines in reaching the
new opinion leaders or influentials.

3. Research questions
What we want to know about the influential consumer
1. How to define and identify this group influential consumers?
2. What sources are being used by this group for informational and
inspirational purposes?
3. What are the word of mouth topics?
4. How is information being used?
5. How do they participate in online conversations?

4. From two step flow to Trendsformer
Updating the research model
The TNS FutureView™ model identifies future shapers and helps to understand how today’s
consumer landscape is likely to change in the coming years. After extensive study of available
literature and data analysis of both the classical model and the FutureView model the last one was
chosen for our research. Using this model we have looked at media behavior, the information needs
and online participation of the influential consumer.

5. The Research
How the study was done
Food Fashion Home & interior Wellness
Since opinion leadership is category specific the field research consisted of four different online
questionnaires, one for each category. Base: 15-65 male/ female (food/home & interior), 15-65
female (food/ fashion & wellness). The fieldwork was done in May 28th – June 10, 2008 using
TNS NIPObase, by CAWI (Computer Assisted Web Interviewing). The Gross samples are
reweighted to gender, age, region, household size and internet usage.

6. Trendsformers
Characteristics based on research data
They are the influencers, through word of mouth
communication.
They have in-depth knowledge of certain subjects, and
they are persuasive.
They are pleased whenever they can to advise their peers.

7. Sources of information
Top 5 out of 22 channels that were included in the questionnaire
Food Fashion Home & int. Wellness
Retail shops Retail shops Retail shops Retail shops
Family & friends Magazines TV programs TV programs
editiorial
Websites Folders Magazines Family & friends
non brand not addressed editiorial
Books Family & friends Magazine ads Magazines
editiorial
Magazines Folders Websites Websites
editiorial addressed non brand non brand
22 different media and marketing channels were included in the
questionnaire. In all categories magazine ads and/or articles were
among the 5 most important sources for Trendsformers to stay
informed about the latest trends in the specific category.

8. Sources of inspiration
Top 5 out of 22 channels that were included in the questionnaire
Food Fashion Home & int. Wellness
Books Retail shops Retail shops
Magazines
editiorial
Family & friends Folders Magazines TV programs
addressed
editiorial
Retail shops Family & friends Websites Family & friends
non brand
Magazines Magazine ads Websites
editiorial Family & friends non brand
Websites Magazines
non brand TV programs Retail shops
editiorial
22 different media and marketing channels were included in the
questionnaire. In all categories magazine ads and/or articles
were among the 5 most important sources for Trendsformers to
get inspiration (ideas, suggestion)

9. Word of mouth conversation topics
Fashion Trendsformers give more brand choice related advice
61
Sales related
51
54
Brand related
16
51
Category related
35
50
Usage related
30
34
Manufacturer or retail related
21
24
Product related
12
0 20 40 60 80
Trendsformers % followers %

10. Trendsformers are heavy users
They are more likely to read magazines than other consumers
59% 53%
vs 37% vs 45%
Home & interior Food
50%
vs 18%
Fashion
Avarage readership for specific magazine titles; vt wonen,
libelle, cosmopolitan, in the past 12 months. Tf vs followers.

11. Trendsformers in
practice

12. Case
To measure the impact of Trendsformers a separate study
was conducted using the same research model. This study
focused on the introduction campaign of a new organic brand.
Magazines, online, TV and outdoor media were selected to
introduce the new organic brand.

13. Trendsformers in
practice
Results(1)
10 out of the 15 different organic food brands that were included
in the study scored significantly higher on aided and non aided
brand awareness with Trendsformer consumers.
3,5 months after introduction of the new brand brand awareness
is significantly higher with Trendsformer consumers.

14. Trendsformers in
practice
Results(2)
Awareness of the campaign message and of the brand values was
much higher with Trendsformers. They were able to name more
different products in de range and they did better on product
familiarity.
Magazines and also internet are the only two media channels that
scored much higher on information and inspiration for organic foods
with Trendsformers versus followers.

15. Word of mouth transmitters
Trendsformers spread the word for organic food brands
Trendsformers followers
I advise friends and family about
buying organic food products 30% 5%
I have conversations with
friends and family about organic
food products
28% 3%
When it is about organic food
products people do take my
advise
19% 2%

16. Magazines influence
the influencers

17. Identify and communicate
A few tips on how to engage with Trendsformers
They are part of a large network which they influence. For example 59% of all fashion
Trendsformers shared fashion information last time they red a magazine. They like to
start the conversation. Give them something to talk about, make sure the campaign has
storytelling elements. Magazines are perfect for storytelling.
They have in-depth knowledge about products and a need for information. Tell them all there
is to know about the brand, the product or the service. Tips and tricks are needed. How to use
the product, where to buy, which celebrity is a fan? anything that generates a conversation
and helps them being good advisers.
The succesful campaign starts by conqueringTrendsformers. Yes, they can make or break a
campaign. Create brand advocates by engaging them. Magazines are the engagment medium.
Magazines have a strong bond with their readers, that is unique and a perfect start to
stimulate brand identification.
Trendsformers are motivated consumers, ready for interaction and participation. Ask for their
opinion let them participate, yes, also in magazines. Be creative!
44% of the wellness trendsformers participate in online conversation. Make sure your
magazine ad triggers them to go oline. Magazines are good in generating webtraffic!
Set the agenda voor these word of mouth transmitters. What do you want them to talk about?
They decide themselves but the advertiser often can decide on which direction.
Remember digital and social media are powerful these days but word of mouth in most
cases cannot survive without the help of public (mass) media like printed magazines.

18. Trendsformers start the conversation and are
more likely to create positive word of mouth.
They can reinforce the effects of marketing
and advertising.
They read more and spent more time reading
Magazines.
Magazine ads and articles are a primary source
of information and inspiration for new influentials.
Claims made in the first part of the study are supported by the findings
of the Whole Earth case: by targeting Trendsformers as a separate group
overall results of advertising will improve.

19. Research Consultants Sanoma Uitgevers:
Nancy Detrixhe, Robert Witteman
Research agency:
TNS NIPO, Nienke Smit, Vincent Kuijpers
University of Amsterdam:
Prof. Dr. F. Bronner